Identifying key media events and modeling causal relationships between key events and reported feelings

ABSTRACT

A novel approach enables an event-based framework for evaluating a media instance based on key events of the media instance. First, physiological responses are derived and aggregated from the physiological data of viewers of the media instance. The key events in the media instance can then be identified, wherein such key events drive and determine the viewers&#39; responses to the media instance. Causal relationship between the viewers&#39; responses to the key events and their surveyed feelings about the media instance can further be established to identify why and what might have caused the viewers to feel the way they do.

BACKGROUND

Advertisers, media producers, educators and other relevant parties have long desired to understand the responses their targets—customers, clients and pupils—have to their particular stimulus in order to tailor their information or media instances to better suit the needs of these targets and/or to increase the effectiveness of the media instance created. A key to making a high performing media instance is to make sure that every event in the media instance elicits the desired responses from the viewers, not responses very different from what the creator of the media instance expected. The media instance herein can be but is not limited to, a video, an advertisement clip, a movie, a computer application, a printed media (e.g., a magazine), a video game, a website, an online advertisement, a recorded video, a live performance, a debate, and other types of media instance from which a viewer can learn information or be emotionally impacted.

It is well established that physiological response is a valid measurement for viewers' changes in emotions and an effective media instance that connects with its audience/viewers is able to elicit the desired physiological responses from the viewers. Every media instance may have its key events/moments—moments which, if they do not evoke the intended physiological responses from the viewers, the effectiveness of the media instance may suffer significantly. For a non-limiting example, if an ad is intended to engage the viewers by making them laugh, but the viewers do not find a 2-second-long punch-line funny, such negative responses to this small piece of the ad may drive the overall reaction to the ad. Although survey questions such as “do you like this ad or not” have long been used to gather viewers' subjective reactions to a media instance, they are unable to provide more insight into why and what have caused the viewers reacted in the way they did.

SUMMARY

An approach enables an event-based framework for evaluating a media instance based on key events of the media instance. First, physiological responses are derived and aggregated from the physiological data of viewers of the media instance. The key events in the media instance can then be identified, wherein such key events drive and determine the viewers' responses to the media instance. Causal relationship between the viewers' responses to the key events and their surveyed feelings about the media instance can further be established to identify why and what might have caused the viewers to feel the way they do.

Such an approach provides information that can be leveraged by a creator of the media instance to improve the media instance. For a non-limiting example, if a joke in an advertisement is found to drive purchase intent of the product advertised, but the advertisement's target demographic does not respond to the joke, the joke can be changed so that the advertisement achieves its goal: increasing product purchase intent in the target demographic.

This Summary is provided to introduce a selection of concepts in a simplified form that are further described below in the Detailed Description. This Summary is not intended to identify key features or essential features of the claimed subject matter, nor is it intended to be used to limit the scope of the claimed subject matter. These and other advantages of the present invention will become apparent to those skilled in the art upon a reading of the following descriptions and a study of the several figures of the drawings.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 depicts an example of a system to support identification of key events in a media instance that drive physiological responses from viewers.

FIG. 2 depicts a flowchart of an exemplary process to support identification of key events in a media instance that drive physiological responses from viewers.

FIGS. 3( a)-(c) depict exemplary traces of physiological responses measured and exemplary dividing lines of events in a media instance.

FIGS. 4( a)-(c) depict exemplary event identification results based on different event defining approaches.

FIG. 5 depicts results from exemplary multivariate regression runs on events in an advertisement to determine which events drive the viewers' responses the most.

FIGS. 6( a)-(b) depict exemplary correlations between physiological responses from viewers to key jokes in an ad and the surveyed intent of the viewers to tell others about the ad.

DETAILED DESCRIPTION

The invention is illustrated by way of example and not by way of limitation in the figures of the accompanying drawings in which like references indicate similar elements. It should be noted that references to “an” or “one” or “some” embodiment(s) in this disclosure are not necessarily to the same embodiment, and such references mean at least one. Although the subject matter is described in language specific to structural features and/or methodological acts, it is to be understood that the subject matter defined in the appended claims is not necessarily limited to the specific features or acts described above. Rather, the specific features and acts described above are disclosed as example forms of implementing the claims.

Although the diagrams depict components as functionally separate, such depiction is merely for illustrative purposes. It will be apparent to those skilled in the art that the components portrayed in this figure can be arbitrarily combined or divided into separate software, firmware and/or hardware components. Furthermore, it will also be apparent to those skilled in the art that such components, regardless of how they are combined or divided, can execute on the same computing device or multiple computing devices, and wherein the multiple computing devices can be connected by one or more networks.

Physiological data, which includes but is not limited to heart rate, brain waves, electroencephalogram (EEG) signals, blink rate, breathing, motion, muscle movement, galvanic skin response and any other response correlated with changes in emotion of a viewer of a media instance, can give a trace (e.g., a line drawn by a recording instrument) of the viewer's responses while he/she is watching the media instance. The physiological data can be measure by one or more physiological sensors, each of which can be but is not limited to, an electroencephalogram, an accelerometer, a blood oxygen sensor, a galvanometer, an electromygraph, skin temperature sensor, breathing sensor, and any other physiological sensor.

The physiological data in the human body of a viewer has been shown to correlate with the viewer's change in emotions. Thus, from the measured “low level” physiological data, “high level” (i.e., easier to understand, intuitive to look at) physiological responses from the viewers of the media instance can be created. An effective media instance that connects with its audience/viewers is able to elicit the desired emotional response. Here, the high level physiological responses include, but are not limited to, liking (valence)—positive/negative responses to events in the media instance, intent to purchase or recall, emotional engagement in the media instance, thinking—amount of thoughts and/or immersion in the experience of the media instance, adrenaline—anger, distraction, frustration, and other emotional experiences to events in the media instance. In addition, the physiological responses may also include responses to other types of sensory stimulations, such as taste and/or smell, if the subject matter is food or a scented product instead of a media instance.

FIG. 1 depicts an example of a system 100 to support identification of key events in a media instance that drives physiological responses from viewers. In the example of FIG. 1, the system 100 includes a response module 102, an event defining module 104, a key event module 106, and a reaction database 108.

The response module 102 is a software component which while in operation, first accepts and/or records physiological data from each of a plurality of viewers watching a media instance, then derives and aggregates physiological responses from the collected physiological data. Such derivation can be accomplished via a plurality of statistical measures, which include but are not limited to, average value, deviation from mean, 1st order derivative of the average value, 2nd order derivative of the average value, coherence, positive response, negative response, etc., using the physiological data of the viewers as inputs. Facial expression recognition, “knob” and other measures of emotion can also be used as inputs with comparable validity. Here, the physiological data may be either be retrieved from a storage device or measured via one or more physiological sensors, each of which can be but is not limited to, an electroencephalogram, an accelerometer, a blood oxygen sensor, a galvanometer, an electromygraph, and any other physiological sensor either in separate or integrated form. The derived physiological responses can then be aggregated over the plurality of viewers watching one or more media instances.

The event defining module 104 is a software component which while in operation, defines and marks occurrences and durations of a plurality of events happening in the media instance. The duration of each of event in the media instance can be constant, non-linear, or semi-linear in time. Such event definition may happen either before or after the physiological data of the plurality of viewers has been measured, where in the later case, the media instance can be defined into the plurality of events based on the physiological data measured from the plurality of viewers.

The key event module 106 is a software component which while in operation, identifies one or more key events in the media instance and reports the key events to an interested party of the media instance, wherein the key events drive and determine the viewers' physiological responses to the media instance. Key events in the media instance can be used to pinpoint whether and/or which part of the media instance need to be improved or changed, and which part of the media instance should be kept intact. For non-limiting examples, the key event module may identify which key event(s) in the media instance trigger the most positive or negative responses from the viewers, or alternatively, which key event(s) are polarizing events, e.g., they cause large discrepancies in the physiological responses from different demographic groups of viewers, such as between groups of men and women, when the groups are defined by demographic characteristics. In addition, the key event module is operable to establish a causal relationship between the viewers' responses to the events in the media instance and their surveyed feelings about the media instance so that creator of the media instance may gain insight into the reason why and what key events might have caused the viewers to feel the way they do.

The reaction database 108 stores pertinent data of the media instance the viewers are watching, wherein the pertinent data includes but is not limited to survey questions and results asked for each of the plurality of viewers before, during, and/or after their viewing of the media instance. In addition, the pertinent data may also include but is not limited to the following:

-   -   Events/moments break down of the media instance;     -   Key events in the media instance;     -   Metadata of the media instance, which can include but is not         limited to, production company, brand, product name, category         (for non-limiting examples, alcoholic beverages, automobiles,         etc), year produced, target demographic (for non-limiting         examples, age, gender, income, etc) of the media instance.     -   If the subject matter is food or a scented product instead of a         media instance, the surveyed reactions to the taste or smell of         a key ingredient in the food or scented product.         Here, the term database is used broadly to include any known or         convenient means for storing data, whether centralized or         distributed, relational or otherwise.

While the system 100 depicted in FIG. 1 is in operation, the response module 102 derives aggregated physiological responses from the physiological data of a plurality of viewers watching a media instance. The key event module 106 identifies, among the plurality of events in the media instance as defined by the event defining module 104, one or more key events that drive and determine the viewers' physiological responses to the media instance based on the aggregated physiological responses from the viewers. In addition, the key event module 106 may retrieve outcomes to questions surveyed from the viewers of the media instance from the reaction database 108, and correlates the viewers' responses to the key events and their surveyed feelings about the media instance to determine what might have caused the viewers to feel the way they do. The entire approach can also be automated as each step of the approach can be processed by a computing device, allowing for objective measure of a media without much human input or intervention.

FIG. 2 depicts a flowchart of an exemplary process to support identification of key events in a media instance that drive physiological responses from viewers. Although this figure depicts functional steps in a particular order for purposes of illustration, the process is not limited to any particular order or arrangement of steps. One skilled in the art will appreciate that the various steps portrayed in this figure could be omitted, rearranged, combined and/or adapted in various ways.

Referring to FIG. 2, physiological responses can be derived and aggregated from the physiological data of a plurality of viewers watching a media instance at block 202. At block 204, the media instance can be defined into a plurality of events, and correlation between the physiological responses from the viewers to the key events in the media instance and a surveyed outcome of their feelings about the media instance can optionally be established at block 206. At block 208, key events in the media instance can be identified based on the aggregated physiological responses from the viewers and/or the correlation between the physiological responses and a surveyed outcome. Finally, the key events and/or their correlation with the surveyed outcome are reported to an interested party of the media instance at block 210, wherein the interested party may then improve the media instance based on the key events and/or the correlations.

Events Definition

In some embodiments, the event defining module 104 is operable to define occurrence and duration of events in the media instance based on salient positions identified in the media instance. Once salient positions in the media instance are identified, the events corresponding to the salient positions can be extracted. For a non-limiting example, an event in a video game may be defined as a “battle tank” appearing in the player's screen and lasting as long as it remains on the screen. For another non-limiting example, an event in a movie may be defined as occurring every time a joke is made. While defining humor is difficult, punch line events that are unexpected, absurd, and comically exaggerated often qualify as joke events.

FIG. 3( a) shows an exemplary trace of the physiological response—“Engagement” for a player playing Call of Duty 3 on the Xbox 360. The trace is a time series, with the beginning of the session on the left and the end on the right. Two event instances 301 and 302 are circled, where 301 on the left shows low “Engagement” during a game play that happens during a boring tutorial section. 302 shows a high “Engagement” section that has been recorded when the player experiences the first battle of the game. FIG. 3( b) shows exemplary vertical lines that divide a piece of media instance into many events defining every important thing that a player of the video game or other media may encounter and/or interact with.

In some embodiments, the event defining module 104 is operable to define occurrence and duration of events in the media instance via at least the one or more of the following approaches. The events so identified by the event defining module 104 are then provided to the key event module 106 to test for “significance” as key events in the media instance as described below.

-   -   The hypothesis approach, which utilizes human hypothesis to         identify events in the media instance, wherein such events shall         be tested for significance as key events.     -   The small pieces or time shift approach, which breaks the media         instance into small pieces in time, and scans each small piece         for significant switch in the viewers' responses, wherein         consecutive significant small pieces can be integrated as one         key event. For the non-limiting example of FIG. 4( a), the small         pieces are each ⅕ second in length and consecutive small pieces         that are found to be significant indicate an event, such as 401         and 402. For the exemplary car ad shown in FIG. 4( b), 403         represents the first 10 seconds of the car ad as a         cross-component event, and 404 represents a cross-ad music         event.     -   The turning point approach, which finds where the aggregated         physiological responses (traces), first derivative, and second         derivative of aggregated trace(s) have roots and uses them as         possible event cut points (delimiters). Here, roots of the         aggregate traces can be interpreted as points when the viewers'         aggregated physiological responses transition from above average         to below average, or from positive to negative. Roots in the         first derivative of the aggregate traces can be interpreted as         ‘turning points’, at which the physiological responses         transition from a state of increasing positivity to increasing         negativity, or vice versa. Roots in the second derivative of the         aggregate traces can also be interpreted as ‘turning points’,         points, at which the physiological responses begin to slow down         the rate of increase in positivity. All such roots are then         collected in a set s. For every pair i,j of roots in the set s         for which j occurs after i in the media instance, the event         which starts at i and ends at j is tested for significance as a         key event. Note here that i and j do not have to be consecutive         in time.     -   The multi-component event approach, which breaks the media         instance down into components and then divides each component         into events. A media instance typically has many components. For         a non-limiting example, an advertisement can have one or more         of: voiceover, music, branding, and visual components. All         points in the media instance for which there is a significant         change in one of the components, such as when the voiceover         starts and ends, can be human marked. As with the turning point         approach, all the marked points can be collected in the set s.         For every pair i,j of roots in the set s for which j occurs         after i in the media instance, the event which starts at i and         ends at j is tested for significance as a key event. While this         approach requires greater initial human input, it may provide         more precise, more robust results based on automated         higher-level analysis and the benefits would outweigh the costs.         For a non-limiting example, a car ad can be broken down into         visual, dialogue, music, text, and branding components, each         with one or more events. For the exemplary car ad shown in FIG.         4( c), 405 represents a visual event, 406 represents a dialogue         event, and 407 represents a music event.         Key Events Identification

In some embodiments, the key event module 106 is operable to accept the events defined by the event defining module 104 and automatically spot statistically significant/important points in the aggregated physiological responses from the viewers relevant to identify the key moments/events in the media instance. More specifically, the key event module is operable to determine one or more of:

-   -   if an event polarizes the viewers, i.e., the physiological         responses from the viewers are either strongly positive or         strongly negative.     -   if the physiological responses vary significantly by a         demographic factor.     -   if the physiological responses are significantly correlated with         the survey results.     -   if an event ranks outstandingly high or low compared to similar         events in other media instances         For a non-limiting example, FIG. 3( c) shows two exemplary         traces of the “Engagement” response of a video game player where         the boxes 303, 304, and 305 in the pictures correspond to         “weapon use” events. At each point where the events appear,         “Engagement” rises sharply, indicating that the events are key         events for the video game.

In some embodiments, the key events found can be used to improve the media instance. Here “improving the media instance” can be defined as, but is not limited to, changing the media instance so that it is more likely to achieve the goals of the interested party or creator of the media instance.

In some embodiments, the key event module 106 is further operable to establish a casual relationship between surveyed feelings about the media instance and the key events identified based on the physiological responses from the viewers. In other words, it establishes a correlation between the physiological responses from the viewers to key events in the media instance and a surveyed outcome, i.e., the viewers' reported feelings on a survey, and reports to the interested parties (e.g. creator of the event) which key events in the media instance actually caused the outcome. Here, the outcome can include but is not limited to, liking, effectiveness, purchase intent, post viewing product selection, etc. For a non-limiting example, if the viewers indicate on a survey that they did not like the media instance, something about the media instance might have caused them to feel this way. While the cause may be a reaction to the media instance in general, it can often be pinned down to a reaction to one or more key events in the media instance as discussed above. The established casual relationship explains why the viewers report on the survey their general feelings about the media instance the way they do without human input.

In some embodiments, the key event module 106 is operable to adopt multivariate regression analysis via a multivariate model that incorporates the physiological responses from the viewers as well as the surveyed feelings from the viewers to determine which events, on average, are key events in driving reported feelings (surveyed outcome) about the media instance. Here, the multivariate regression analysis examines the relationship among many factors (the independent variables) and a single, dependent variable, which variation is thought to be at least partially explained by the independent variables. For a non-limiting example, the amount of rain that falls on a given day varies, so there is variation in daily rainfall. Both the humidity in the air and the number of clouds in the sky on a given day can be hypothesized to explain this variation in daily rainfall. This hypothesis can be tested via multivariate regression, with daily rainfall as the dependent variable, and humidity and number of clouds as independent variables.

In some embodiments, the multivariate model may have each individual viewer's reactions to certain key events in the media instance as independent variables and their reported feeling about the media instance as the dependent variable. The coefficients from regressing the independent variables on the dependent variable would determine which key events are causing the reported feelings. Such a multivariate model could be adopted here to determine what set of key events most strongly affect reported feelings from the viewers about the media instance, such as a joke in an advertisement. One characterization of such event(s) is that the more positive (negative) the viewers respond to the event(s), the more likely the viewers were to express positive feelings about the media instance. For a non-limiting example, a multivariate regression can be run on multiples events (1, 2 . . . n) within an entire montage sequence of an advertisement to determine which events drive liking the most, using relationship between reported feelings about the ad and the emotional responses from the viewers to the events in the ad as input. The results of the multivariate regression runs shown in FIG. 5 indicate that 2 out of the 6 events tested in the ad drive the viewers' responses the most, while the other 4 events do not meet the threshold for explanatory power.

In an automated process, this multivariate regression may be run stepwise, which essentially tries various combinations of independent variables, determining which combination has the strongest explanatory power. This is a step toward creating the causal relationship between the viewers' responses to the events and their surveyed feelings about the media instance. For a non-limiting example, if response to joke #2 is correlated with indicated intent to purchase when holding genders and responses to jokes #1 and #3 constant, a causal conclusion can be made that joke #2 triggers the viewers' intent to purchase.

In some embodiments, the key event module 106 identifies the key polarizing event(s) that cause statistically significant difference in the surveyed outcome from different demographic groups of viewers and provides insight into, for non-limiting examples, why women do not like the show or which issue actually divides people in a political debate. The key event module 106 may collect demographic data from overall population of the viewers and categorize them into groups to differentiate the responses for the subset, wherein the viewers can be grouped one or more of: race, gender, age, education, demographics, income, buying habits, intent to purchase, and intent to tell. Such grouping information can be included in the regressions to determine how different groups report different reactions to the media instance in the survey. Furthermore, grouping/event response interaction variables can be included to determine how different groups respond differently to the key events in the media instance. For key events that are polarizing, demographic information and/or interaction variables of the viewers can also be included to the multivariate model capture the combined effect of the demographic factor and the reaction to the polarizing key events.

For a non-limiting example, the viewers of an ad can be first asked a survey question, “How likely are you to tell someone about this particular commercial—meaning tell a friend about this ad you've just seen” as shown in FIG. 6( a). The viewers of the ad are broken into two groups based on indicated likelihood to tell someone about the commercial—the affirmative group and the negative group, and it is assumed that the viewers in both groups are normally distributed with the same variance. The emotional responses from the viewers in the groups to two key jokes 601 and 602 in the ad are then compared to their surveyed reactions to test the following hypothesis—“the group that indicated they were likely to tell someone will have a stronger positive physiological response to the two key jokes than the group that indicated they were unlikely to tell someone.” The affirmative group that indicated they were likely to tell a friend had, on average, a more positive reaction to both jokes than the negative group that indicated they were unlikely to tell a friend. In both cases, experiments using the change in individual liking as the metric to measure the physiological response rejects the null hypothesis—that there was no difference in emotional response to the jokes between the two groups—at above the 95% confidence level. Referring to graphs in FIG. 6( a), the X axis displays the testers' likelihood to tell a friend as indicated on the post-exposure survey and the Y axis displays the testers' emotional response to the joke. The triangles represent the “Go” people—those who indicated they were likely (to varying degrees) to tell their friend about the spot. The circles represent those who indicated that they were unlikely to do so. Note the upward trends—the more positive the emotional reaction to the joke, the greater indicated likelihood to tell a friend about the spot. FIG. 6( b) further summarizes the physiological responses to both jokes, where the reaction to the Crying Wife is on the X axis and the reaction to the Dead Husband is on the Y axis. An imaginary line around is drawn around the viewers who reacted relatively positively to both jokes. Note that this line corrals most of the black diamonds, which represent viewers who indicated they would tell a friend about the ad.

One embodiment may be implemented using a conventional general purpose or a specialized digital computer or microprocessor(s) programmed according to the teachings of the present disclosure, as will be apparent to those skilled in the computer art. Appropriate software coding can readily be prepared by skilled programmers based on the teachings of the present disclosure, as will be apparent to those skilled in the software art. The invention may also be implemented by the preparation of integrated circuits or by interconnecting an appropriate network of conventional component circuits, as will be readily apparent to those skilled in the art.

One embodiment includes a computer program product which is a machine readable medium (media) having instructions stored thereon/in which can be used to program one or more computing devices to perform any of the features presented herein. The machine readable medium can include, but is not limited to, one or more types of disks including floppy disks, optical discs, DVD, CD-ROMs, micro drive, and magneto-optical disks, ROMs, RAMs, EPROMs, EEPROMs, DRAMs, VRAMs, flash memory devices, magnetic or optical cards, nanosystems (including molecular memory ICs), or any type of media or device suitable for storing instructions and/or data. Stored on any one of the computer readable medium (media), the present invention includes software for controlling both the hardware of the general purpose/specialized computer or microprocessor, and for enabling the computer or microprocessor to interact with a human viewer or other mechanism utilizing the results of the present invention. Such software may include, but is not limited to, device drivers, operating systems, execution environments/containers, and applications.

The foregoing description of the preferred embodiments of the present invention has been provided for the purposes of illustration and description. It is not intended to be exhaustive or to limit the invention to the precise forms disclosed. Many modifications and variations will be apparent to the practitioner skilled in the art. Particularly, while the concept “module” is used in the embodiments of the systems and methods described above, it will be evident that such concept can be interchangeably used with equivalent concepts such as, class, method, type, interface, bean, component, object model, and other suitable concepts. Embodiments were chosen and described in order to best describe the principles of the invention and its practical application, thereby enabling others skilled in the art to understand the invention, the various embodiments and with various modifications that are suited to the particular use contemplated. It is intended that the scope of the invention be defined by the following claims and their equivalents. 

1. A method comprising: obtaining first physiological response data from a first subject exposed to media and second physiological response data from a second subject exposed to the media; aggregating the first physiological response data and the second physiological response data to form aggregated physiological response data; correlating the aggregated physiological response data to the media; processing, using a processor, the aggregated physiological response data to identify a first transition representative of a change between a positive response and a negative response; calculating, using the processor, a derivative of the aggregated physiological response data to identify a second transition representative of a change in rate of an increasing positive response, a decreasing positive response, an increasing negative response or a decreasing negative response; parsing the media into a plurality of events based on one or more of the first transition or the second transition; identifying a first one of the events as associated with an undesired physiological response; and identifying the first event as a candidate for modification based on the undesired response.
 2. The method of claim 1, wherein the physiological response comprises one or more of a heart rate, a brain wave, an electroencephalographic signal, a blink rate, a breathing pattern, a motion, a muscle movement, a galvanic skin response or a change in emotion.
 3. The method of claim 1 further comprising processing the aggregated physiological response data to identify a third transition representative of a change in aggregated physiological response data from above average to below average or from below average to above average.
 4. The method of claim 1, wherein the first event is undesirable if the event polarizes the subjects.
 5. The method of claim 1, wherein the first event is undesirable if the physiological response to the first event varies across a demographic factor.
 6. The method of claim 1 further comprising: obtaining survey data from the first and second subjects; and running a multivariant regression analysis based on the first and second physiological response data and the survey data to determine which of the events drive the survey data.
 7. The method of claim 1 further comprising parsing the media into the events based on hypothesized events.
 8. The method of claim 1, wherein the media comprises one or more of a video, an audio, an advertisement, a move, a computer application, a printed media, a video game, a website, or a live performance.
 9. A system, comprising: an interface to obtain first physiological response data from a first subject exposed to media and second physiological response data from a second subject exposed to the media; and a processor to: aggregate the first physiological response data and the second physiological response data to form aggregated physiological response data; correlate the aggregated physiological response data to the media; process the aggregated physiological response data to identify a first transition representative of a change between a positive response and a negative response; calculate a derivative of the aggregated physiological response data to identify a second transition representative of a change in rate of an increasing positive response, a decreasing positive response, an increasing negative response or a decreasing negative response; parse the media into a plurality of events based on one or more of the first transition or the second transition; identify a first one of the events as associated with an undesired physiological response; and identify the first event as a candidate for modification based on the undesired response.
 10. The system of claim 9, wherein the physiological response comprises one or more of a heart rate, a brain wave, an electroencephalographic signal, a blink rate, a breathing pattern, a motion, a muscle movement, a galvanic skin response or a change in emotion.
 11. The system of claim 9, wherein the processor is to process the aggregated physiological response data to identify a third transition representative of a change in aggregated physiological response data from above average to below average or from below average to above average.
 12. The system of claim 9, wherein the first event is undesirable if the event polarizes the subjects.
 13. The system of claim 9, wherein the first event is undesirable if the physiological response to the first event varies across a demographic factor.
 14. The system of claim 9, wherein the interface is to obtain survey data from the first and second subjects, and the processor is to run a multivariant regression analysis based on the first and second physiological response data and the survey data to determine which of the events drive the survey data.
 15. The system of claim 9, wherein the processor is to parse the media into the events based on hypothesized events.
 16. The system of claim 9, wherein the media comprises one or more of a video, an audio, an advertisement, a move, a computer application, a printed media, a video game, a website, or a live performance.
 17. A tangible machine readable storage device or storage disc comprising instructions, which when executed, cause a machine to at least: obtain first physiological response data from a first subject exposed to media and second physiological response data from a second subject exposed to the media; aggregate the first physiological response data and the second physiological response data to form aggregated physiological response data; correlate the aggregated physiological response data to the media; process the aggregated physiological response data to identify a first transition representative of a change between a positive response and a negative response; calculate a derivative of the aggregated physiological response data to identify a second transition representative of a change in rate of an increasing positive response, a decreasing positive response, an increasing negative response or a decreasing negative response; parse the media into a plurality of events based on one or more of the first transition or the second transition; identify a first one of the events as associated with an undesired physiological response; and identify the first event as a candidate for modification based on the undesired response.
 18. The storage device or storage disc of claim 17, wherein the physiological response comprises one or more of a heart rate, a brain wave, an electroencephalographic signal, a blink rate, a breathing pattern, a motion, a muscle movement, a galvanic skin response or a change in emotion.
 19. The storage device or storage disc of claim 17, wherein the instructions cause the machine to process the aggregated physiological response data to identify a third transition representative of a change in aggregated physiological response data from above average to below average or from below average to above average.
 20. The storage device or storage disc of claim 17, wherein the first event is undesirable if the event polarizes the subjects.
 21. The storage device or storage disc of claim 17, wherein the first event is undesirable if the physiological response to the first event varies across a demographic factor.
 22. The storage device or storage disc of claim 17, wherein the instructions cause the machine to obtain survey data from the first and second subjects, and run a multivariant regression analysis based on the first and second physiological response data and the survey data to determine which of the events drive the survey data.
 23. The storage device or storage disc of claim 17, wherein the instructions cause the machine to parse the media into the events based on hypothesized events.
 24. The storage device or storage disc of claim 17, wherein the media comprises one or more of a video, an audio, an advertisement, a move, a computer application, a printed media, a video game, a website, or a live performance. 